#KidsInPrisonProgram

Bank

Mission Statement

"At JPMorgan Chase, we want to be the best financial

services company in the world. Because of our great

heritage and excellent platform, we believe this is within

our reach."

Corporate Social Responsibility

Maintaining excellent corporate social responsibility, to

find solutions to global and local problems

History

Need to improve quality of service due to

decline in quantity of service

Offering better service ultimately leads to

larger profits in the long run

Give back to the employees that make

this operation successful

Executive Summary

Current Marketing Situation- Target Market: “Mass Affluent.” - Banking Titans are competing for consumer loyalty and trust.- Launching cohesive marketing across their website, direct

mail, email, loyalty marketing, and social media channels.- A Current focus on how Customers are divided into “Market

Segments.” - Handling huge market demand. - Disproportionate derivative Exposure with an Assets/

Derivatives ratio of 0.0373. (Substantially low) This is the case for the top competitors as well.

Market segments

Demographics

Benefits sought

Characteristics of the market

Creating an account

Changes in creation of accounts

US households

Target Market

Goals

• We aim to position ourselves better within our community in order to enable accessibility.

• Personal, ongoing guidance and advice from your Financial Advisor

• Access to a broad range of financial products and services, including a Customized Financial Analysis to help plan for your future

• Provided easy mobile banking functionality

Marketing ObjectivesObjectives

• Shorten the response time to avoid

customer holding for a low time on the

phone.

• Staff members are constantly encouraged

and trained to deliver a service.

• Provide service and discounts to college

student.

• Strong security system to protect

customers.

• Operate with the highest standards of

integrity

• Be open and honest with ourselves, our

colleagues, our shareholders and our

communities

• Get incentives right

• Foster an environment of respect and

inclusiveness

• Give back to our communities

• Customer service

• Loss of funding: Costly liquidation of assets that erode equity.

• Recession

• Market fluctuation

• Hacker (affects 76 mill households)

• Chase has agrees to $13 billion mortgage settlement

Marketing Issues

Mortgage

Customer Satisfation

• JPMorgan Chase and 6 other large banks have failed to make long-promised improvements to their mortgage operations. As a result of their failure to comply with the 2011 agreement, the banks will now have new restrictions on their mortgage divisions

• JPMorgan agreed to pay $4 billion to resolve securities fraud claims and another $1.1 billion to repurchase mortgages sold to Fannie and Freddie.

• Higher interest rates are needed for JPMorgan to expand commercial lending, since higher rates will lead to a greater investment return for the bank. Profits were also hurt by a slowdown in mortgages and bond trading.

Financial Plans

SWOT Analysis Strengths

- Largest Bank in terms of sales, market value, assets, and profit

- Strong domestic and global presence

- Diverse Financial ProductsOpportunities

- International Expansion- Emerging Markets- Bailout money- Cross-selling opportunity

Weaknesses- Stiff competition- High Attrition rate- Reputation/ high bank fees - Fluctuating Markets create

instabilityThreats

- Current consumer perception- Credit/ housing market crisis- Interest rates- Government Intervention - Credit card write offs

Swot Analysis Profile Management Analysis: Chase has a very consistent

company strategy. Strategy changes can be disruptive,

which may compromise long term value. Chase's

management remains focused on the company.

Strategy Analysis: Chase targets customers who have

specific needs and with solutions that are difficult to

replicate. The company is compartmentalized to suite

needs through segments. Spending habits are analyzed

to produce cohesive business strategies for targeting

market segments.

-As Chase's goal to continue to be US's #1 bank, it must make huge changes in its PR

department.

-Establish new standards on online and person to person customer service.

-Regain the trust of the customer.

-Ensure asset security for bank account users including online services.

-Quality > Quantity (in Chase's case).

-Stop taking money from accounts through hidden fees.

-Open up more to small business opportunities (Well’s Fargo and Amex).

-Potential to merge or buy new, modern service companies such as Square.

Marketing Suggestions

-To implement these changes, a better impression must be made from the inside out.

-Increasing benefits to workers along with insurance

-Increase brand loyalty and worker satisfaction to tackle employees leaving the

company.

-Use of social media and advertisement to promote new changes in online services.

-Invest in upgrading or improving security system to protect customer banking account

and information.

-Good role model to look at is Amazon's online customer service. (Customer first)

Marketing Implementations

Implementation shortly after Q3 Earnings Report

Evaluate performance based on:

Percentage change in our profits

Customer reviews

Improved social marketing, community involvement

Prepare for contingency with continuous innovation

Implementation Controls

DNA ToolAccounts

Customer

Service

Competitors

Promotions

Bank of America,

Wells Fargo, Capital

One, CitiBank,

Rabobank, PNC Bank,

US Bank

Chase Total Checking

Chase Premier Plus

Checking

Chase Premier Platinum

Checking

Chase College Checking

Physical branches

Online customer

service

Madison Square Garden

Credit cardsChase Freedom

Chase Slate

Chase Sapphire

Preferred

PartnershipsUnited

Southwest Airlines

British Airways

Marriott

Disney

Perceptual MapCustomer Service

Mobile/Onli

ne Services

Availability

Physical

Stores/

Convience

Frustration